Council, with assistance from TRC Tourism, are currently creating a Destination Management Plan for Benalla Rural City. We are currently seeking input from community members to identify key tourism opportunities within our region.

Benalla is home of the renowned Benalla Art Gallery, high-speed action at Winton Motor Raceway, street art, silo art, the nationally significant Winton Wetlands, events, cafes and so much more. Tourism is an important part of Benalla Rural City's economy, with around 350,000 visitors annually and contributing $48 million to the local economy each year.

Our Destination Management Plan will identify Benalla Rural City's strengths and assets, to provide a comprehensive overview of comparative advantages and current tourism product offerings.

The plan will consider visitation demand insights, existing planning and priorities for destinations in our region. Actions will be identified to activate opportunities, address gaps and prioritise product development, seeking to meet visitor demand while encouraging the development of a sustainable tourism sector for Benalla Rural City.

Submissions close 4pm Thursday 6 June 2024.

Destination Management Plan Survey

Please let us know what you would like included in the Destination Management Plan by completing this short survey.